MKT 3323 Customer Analytics

Customer analytics addresses how to use data analytics to learn about and market to individual customers. This course is designed to provide a useful conceptual framework as well as analytical techniques that can be applied in understanding and managing customers in the era of Big Data. The key areas of customer analytics focus on descriptive analytics, predictive analytics, prescriptive analytics, and their applications in the latest business practices. Specific topics to be covered include assessing value to the customer, predicting and targeting the right customers, customer profits and retention, customer lifetime value, etc. Prerequisite(s): MKT 2100 , ECON 2020 , and ECON 2100
Credits: 3.0